CRI 630

Advertising Theory and Practice

This course presents an overview of the advertising industry and its creative functions. It examines the interrelationship of the institutions of advertising, the advertisers, the advertising agencies and the media, and explores how advertisers are adjusting to and exploiting new digital technologies. It introduces research and details methods of determining advertising objectives, budgets, establishing target audiences, interpreting audience ratings and circulation figures. Students also gain an understanding of key ethical and legal issues particular to this creative field.